You gotta hand it to this new writing/directing duo of Phil Lord and Christopher Miller (Cloudy With a Chance of Meatballs, 21 Jump Street). Would anyone walk into a movie about the adventures of animated legos and think it wouldn't turn out to be a corporate advertisement for the toy product alone? I certainly wouldn't, and I couldn't have been more pleasantly surprised, as The Lego Movie is in fact a delightful, wickedly funny and mile a minute meta heavy madcap romp through the Lego universe, with only a minimum of commercial advertizing involved (can't get away from it entirely- the movie does want to make you buy and play with some legos, and I'm sure that worked to the manufacturing company's benefit).
But there is a high energy, creative force at work behind it anyway, and the movie feels unlike the usual safe, sweet, typical animated features that come out every year, solely about triumphing over adversity (the only message that is ever imparted by an animated film for the most part). This movie is actually a celebration of both individualism and collectivism (that's right, simultaneously). Set in the brightly colored world of legos, our protagonist is an everyman, Emmet (voiced with sly enthusiasm by Chris Pratt, of TV's Parks and Recreation), who fits into the world around him so easily that his friends describe him as a nobody with no particular ideas or interests whatsoever. He doesn't question authority and subscribes to the doctrine of "instructions" by the land's evil leader, President Business (Will Ferrell), whose goal is to force everyone to be wrung from a similar cloth in personality, attitude, etc. so that he can ultimately rule over the citizens and eventually "freeze" them all in place. There is an underground group of rebels who set out to stop him of course, and Emmet accidentally falls into this crowd when he stumbles onto a construction site and apprehends "the piece of resistance," which all the rebels assume makes him the chosen one they've been waiting for- "The Special," who was foretold to them in a prophecy imparted by the great one (Morgan Freeman, who else?)